Set up Google and Meta tracking

What fires, and when

Google and Meta events for the same lead share one event ID, so they can be matched up and not double-counted. On a lead, the email and phone are passed to Google for enhanced conversions.

1. Collect the IDs

• Google: one of these, starting with G-, AW- or GTM-:
  • a GA4 Measurement ID (G-XXXXXXXXXX), from Google Analytics, Admin, Data streams
  • a Google Ads tag ID (AW-XXXXXXXXX), from Google Ads, Goals, Conversions, Tag setup
  • a Google Tag Manager container ID (GTM-XXXXXXX)
• Google Ads conversion labels (optional, AW- tags only): the part after the slash in each conversion action's tag, for example AW-123456789/AbC-D_efGhIjKlMnOp. One label for leads, one for purchases.
• Meta Pixel ID: the number-only ID from Meta Events Manager, under Data sources.

2. Paste them into Wrapstart (shop owner)

1. Go to Integrations, then Marketing Tags.
2. Paste the ID into Google tag ID.
3. Using an AW- tag? Two more boxes appear. Add the Lead conversion label and Purchase conversion label if you have them.
4. Paste the number into Meta Pixel ID.
5. Click Save tracking. You'll see Tracking saved.

The tags start firing on the next visit. To stop tracking, clear the boxes and save.

3. Finish the setup in Google and Meta

• GA4 (G-): in Google Analytics, mark generate_lead and purchase as key events. Link GA4 to Google Ads and import them as conversions.
• Google Ads (AW-): with conversion labels added, conversions report straight into Google Ads. Without labels, import conversions from GA4 instead.
• Tag Manager (GTM-): Wrapstart loads the container and pushes page_view, generate_lead and purchase to the data layer. In GTM, create a Custom Event trigger for each event name and attach the client's GA4, Google Ads and Meta tags to them. Publish the container.
• Meta: in Events Manager, the Lead and Purchase events appear under the pixel once the first ones fire. Use them as the optimisation event in the client's Lead and Sales campaigns.

4. Check it works

1. Open the client's page with the form and add ?utm_source=test&utm_campaign=setup-check to the address.
2. Send a test submission.
3. In Google, open GA4 Realtime or Tag Assistant. In Meta, open Events Manager, Test events.
4. In Wrapstart, open Reports, then the Attribution tab. Your test visit and lead show with the test source and setup-check campaign.

The Attribution report

Reports, Attribution lists every tracked visit and conversion on the shop's public pages: source, medium, campaign, Google and Facebook click IDs, referrer and landing page, linked to the lead it became. Switch between First (the campaign that first brought the visitor in) and Last (the click right before they converted).